I.
SITUATION ANALYSIS
Philippines is an ideal market for refreshments mainly because of the countrys climate
One of the most common refreshment to Filipino is softdrink thats why a lot of
carbonated beverages dominates the market
Pepsi-Co Intl and Coco-cola Export Corporation considered as the market leader in the
category in terms of their sales.
Other non-carbonated beverage products like ready-to-drink, juices, iced tea also started
emerging in the market today
Consumers are given more beverage choices making them widely distributed in terms of
product type and brand loyalty
People prefer drinks that are more affordable.
II.
HISTORICAL BACKGROUND
Sparkle Soda is known for its cool and refreshing lemon flavour. Sparkle lemon soda
is also competitive in the market, and consumers always prefer it because its
cheaper than its competitors Mountain Dew, Royal Tru Lemon and Fruit Soda
Sparkle is one of the remarkable brand when it comes to Lemon flavoured Sodas in
the market.
III.
SWOT ANALYSIS
STRENGTHS:
WEAKNESSES:
Newest flavor to the soda category
Apple is a unique ingredient for a
softdrink.
New to the market
Zero brand awareness
OPPORTUNITIES:
THREATS
The target market is open to try new
things that hit the market
Philippines is an ideal market for
refreshments due to the tropical
climate of the country.
Youth market dominates the
Philippine population.
There are a lot of beverage giants other
than sodas like juices and iced tea exist in
the market.
MARKETING BRIEF
PRODUCT: Apple Flavoured Softdrink
BRAND NAME: Sparkle Apple Soda
RATIONALE: Because
LOGO:
BAGUHIN DIN TO CHA ! SAMPLE LANG
The logo of SPARKLE is designed to be appropriate on target markets personality. The yellow
colour represents fun, active and energetic mood. It also catches attention. The green
represents the colour of the apple and the typography appears clever and fun.
TARGET MARKET
DEMOGRAPHICS:
Sex: Male and Female
Age: 16-24 y/o (youth)
Social class: Upper and Lower Class C
Location: Metro Manila and other key cities
PSYCHOGRAPHICS:
Personality: Outgoing, active, energetic, adventurous, compulsive, fun, and
exuberant
Interests: Hangs out with friends, Interested in trying new things
COMPETITORS
(Softdrinks)
Direct competitor
Brand Name
MOUNTAIN DEW
Mountain Dew in Can
Price
P21.40
P19.30
P12
mL/mG.
500mL
300mL
240mL
Indirect competitor
Brand Name
COCA COLA
MIRINDA
Mirinda in Can
FRUIT SODA
POP COLA
PEPSI
Pepsi in can
RC
SARSI
Prices are based on distributors
Price
P10
P21.40
P19.30
P7
P7
P21.40
19.30
P7
P7
mL/oz
240mL
500mL
300mL
240mL
240mL
500mL
330mL
240mL
240mL
PACKAGING
PROPOSED PRICING: P10(srp) for 240ml
BRAND PROPOSITION: Stated The closest taste to apple
CHA DITO MO LAGAY YUNG EDITED NA SPARKLE
HA !
YUNG BOTE MISMO !
PRODUCT POSITIONING STATEMENT
Sparkle Apple Soda is better than Fruit Soda and other competitor such as Mirinda,
Mountain Dew, RC, Sarsi, Pepsi, Pop Cola for outgoing, active, adventurous fun and exuberant
youth whosinterested in trying new things and who also hangs out with friends because it gives
them a new taste of soda drink as it contains REAL apple juice making it the closest taste to an
apple as a result of a new yet refreshing feeling of an individual.
OBJECTIVES& STRATEGIES
MARKETING PLAN AND OBJECTIVES:
To market the product to its potential customers
To create a good relationship marketing between the brand and its potential customers
and achieve customer satisfaction.
MARKETING STRATEGY:
Make the product available to various distributors such as sari-sari store, convenient
stores, supermarkets, school cafeteria, fast food chains
Make various promotions in supermarkets, convenient stores, and school cafeteria
ADVERTISING OBJECTIVES:
To create its stable identity to the target market
To position the product in the market today as the newest soda drink with REAL apple
juice making it the closest taste to apple
To create brand awareness
To maximize the budget given for creating an effective campaign
ADVERTISING STRATEGY:
Make a remarkable and catchy logo, tagline and other mental or functional associations
of the brand
Give an emphasis in the whole campaign the REAL apple juice content of a soda drink
that makes it the closest taste to apple in the market today
Create an effective Integrated Marketing Communication (IMC) campaign that would
catch the attention of the target market
Create an advertising budget utilization
CONSUMER INSIGHTS
Question: ARE YOU WILLING TO TRY A REAL APPLE JUICE SOFTDRINK?
Yes, just to taste something new.-Joanna Micah Santiago, 24
- She consumes sodas more than thrice a week
- She drinks Coca cola, Mountain Dew and Sarsi
The one that she likes when it comes to sodas is the taste.
Yes, never heard of it before. Maybe, Ill give it a try. Alex, 20
- He consumes sodas at least twice a week
- He drinks Coca cola
- The one that he likes when it comes to sodas is the taste
Yes. New Product, New Taste (I guess?) Something new. Arjay Edem, 19
- He consumes sodas at least twice a week
- He drinks Coca cola, Mountain Dew, Pepsi, Royal
The one that he likes when it comes to sodas is the taste.
Apple juice is good. So, yes. Ranzell Sapin, 18
- He consumes sodas more than thrice a week
- He drinks Coca cola, Mountain Dew, Royal, RC, Fruit Soda
The one that he likes when it comes to sodas is that its refreshing.
Yes, because I know that apple is good for my health and Im also wondering how it will taste if
will be flavoured to soft drink-Pauline Tungcul, 17
-
She consumes sodas at least twice a week
- She drinks Mountain Dew
The one that she likes when it comes to sodas is the taste.
IMCH APPROACH AND CREATIVES
BIG IDEA: The new taste that will capture your attention
Rationale: Because SPARKLE Apple Soda, being in the introductory stage, will offer new taste
with the presence of real apple juice in softdrinks that will surely catch the attention and taste
of the target market.
TAGLINE: The NEW sparkling sparkle Apple Flavoured Soda .
Rationale: Because Sparkle Apple Soda catches your attention and tastes as it is the only
softdrink in the market today with real apple juice giving you a new taste of soda and leaving
you a refreshing feeling.
Tone of Advertising: Youthful and Descriptive
STORY BOARD/ TVC
RADIO COMMERCIAL SCRIPT
Guy: Here!
Girl: Thanks
(SFX: HUNI NG IBA TAHIMIK)
Girl: Sino ba namang hindi magkakagusto sa'yo cool ka, sweet, refreshing pag nandyan ka at
higit sa lahat.....
Guy: Ano pa???
Girl: Apple ka
Guy: Huh?!
(SFX: lagok/inom ng pol)
VO: Introducing the new Sparkle Apple soda, a drink made of real apple juice, making it the
closest taste to apple giving you a new taste of soda and leaving you a refreshing feeling.
Girl: (SFX: Laughing) This will be the new spark!
PRINT ADS
DITO NA YUNG PRINT ADS KAHIT TATLO
LNG NA SAMPLE PWEDE NA YUN
OUT OF HOME: BILLBOARDS
TRANSIT
POSTERS
GAWA DIN TAYO NG GANITO PAG TAPOS MO NA YUNG
PRINT AD
EVENT SPONSORSHIP (Booth and Standee)
TIME-TABLE
Phase 1: Introduction of Identity and Creating Brand Awareness
SPARKLE APPLE FLAVOURED SODA PRODUCT LAUNCHING
Venue: Mall of Asia& Mega Mall
Time: 3pm onwards (Friday)
Conduct a product launching event in various malls at the same day for the month of
August before the start of the BER months.
Final TVC will be launch during the event and there will be gondolas present in the
venue.
There will be people who will be offering free taste of the product to the mall goers.
TRI-MEDIA: TVC, RADIO, PRINT
After the product launching, TVC and Radio will be air in different networks followed by
the release of print advertisements in magazines and newspapers.
Phase 2: Execution of Below-the-line efforts
OUT-OF-HOME ADS: Installation of Billboards, Posters
Billboards will be located in Edsa, Balintawak, Common Wealth, North Edsa
Posters will be place in various distributors such as school cafeteria, office canteen, sarisari and convenient stores
TRANSIT MEDIA ADS: Installation of transit ads
There will be ads located in public transits or vehicles like bus and lrt
Phase 3: Sustaining Efforts/ Activations
EVENT SPONSORSHIP: Concerts and School Activities
Become a sponsor of events like concerts and school activities by providing product
booths and streamers during those events.
ONLINE PROMOTIONS: FACEBOOK, TWITTER, INSTAGRAM
There will be simultaneous interaction to the target market through Facebook, Twitter,
and Instagram for inquiries, Promos, Offers as well as suggestions of the customers.
MEDIA RECOMMENDATION
TVC- ABS-CBN, GMA 7, ETC, ABS-CBN sports and action
RADIO- 93.1, 89.9, 94.7
PRINT:
MAGAZINES: CANDY, K-ZONE, SPARKLING
NEWSPAPERS:MANILA BULLETIN, PHILIPPINE STAR, PHILIPPINE DAILY INQUIRER
Budget Allocation
15%
35%
25%
15%
10%
TV
RADIO
PRINTAD
OOH
EVENT SPONSORSHIP/COLLATERALS (as sustaining efforts)
